Samsung’s success in mobile phone business has been phenomenal.
When Samsung entered the mobile phone business, it had to compete on global competitors like Nokia and Motorola. Samsung took a bet on high-end handsets. Samsung developed and marketed high-end mobile phones characterized by quality, design, and cutting-edge features. Samsung launched a greater variety of end products faster than foreign competitors such as Nokia and Motorola. For instance, while Nokia relied on two or three platforms, basic design, Samsung was based on 78 platforms to introduce 130 models globally. Moreover, whereas Motorola changed its product line every 12 to 18 months, Samsung upgraded its lineup every 9 months.
Samsung’s aggressive marketing strategy with its handsets was unprecedented. Samsung’s premium brand strategy has paid off, and it has become a leading handsets maker.
Note: A part of case analysis on Samsung is shared due to the proprietary nature of the content.
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